Marketin Analysis of Rim
Content
1.1. Introduction.........................................................................................................................2
1.2. Marketing analysis..............................................................................................................2
1.3. Environment Analysis.........................................................................................................3 1.3.1. Economic...................................................................................................................3 1.3.2. Demographic....................................................................................................….....3 1.3.3. Natural....…….............................................................................…………..……....4 1.3.4. Technological………………..……………..……….........................................…...4 1.3.5. Legal Political………………………………….......................................................4
1.4. Competitor Analysis………………………………........................................…................5 1.4.1. Strengths and Weaknesses of Direct Competitors………..................……………...5 1.4.2. Market positioning …………………........................................................................6 1.5.Customer analysis:..............................................................................................................7 1.5.1.The roles of buying centre……………………….…………………........................7 1.5.2. Purchase decision making process analysis………………….......………………..8 1.5.2.1.Business people….………….…….…......................................................9 1.5.2.2 Youngsters……………………..….………………….….........................9 1.5.3. The decision type for product……………………………….....................................9
1.6. Brand
1.1. Introduction.........................................................................................................................2
1.2. Marketing analysis..............................................................................................................2
1.3. Environment Analysis.........................................................................................................3 1.3.1. Economic...................................................................................................................3 1.3.2. Demographic....................................................................................................….....3 1.3.3. Natural....…….............................................................................…………..……....4 1.3.4. Technological………………..……………..……….........................................…...4 1.3.5. Legal Political………………………………….......................................................4
1.4. Competitor Analysis………………………………........................................…................5 1.4.1. Strengths and Weaknesses of Direct Competitors………..................……………...5 1.4.2. Market positioning …………………........................................................................6 1.5.Customer analysis:..............................................................................................................7 1.5.1.The roles of buying centre……………………….…………………........................7 1.5.2. Purchase decision making process analysis………………….......………………..8 1.5.2.1.Business people….………….…….…......................................................9 1.5.2.2 Youngsters……………………..….………………….….........................9 1.5.3. The decision type for product……………………………….....................................9
1.6. Brand
References: InfoWorld, 2009, BlackBerry still targeting businesses Retrieved 9 April, 2012 from http://www.infoworld.com/t/networking/blackberry-still-targeting- businesses-721 http://www.scribd.com/doc/49627720/Blackberry-Brand-Image-Analysis Canalys Estimates, 2009, Smart phones defy slowdown - Nokia retains lead, with Apple and RIM rising fast, but Microsoft loses ground, Retrieved 9 April, 2012 from http://www.canalys.com/newsroom/smart-phones-defy-slowdown Research in Motion in 2010, Annual Report 2010, Ontario, Canada IT World Canada, 2012, Balsillie resigns as RIM tailspin continues Retrieved 9 April, 2012 from http://www.itworldcanada.com/news/balsillie-resigns-as-rim-tailspin-continues/145154 Elliot, Ferrell, Paladino, Pride, Rundle-Thiele. (2007). Marketing: core concepts & applications, 2nd Asia-Pacific edition, John Wiley & Sons, Brisbane